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Full Description
Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organisations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity, and reputation.
The book brings together international contributors to provide examples from a wide range of industries and fi rms, including the retailing and agri-food industries, and illustrates the many dimensions of corporate branding and theories, and how they can be aided by digital transformation. It explores the connection of branding with artificial intelligence, social media networks, and technologies 4.0 as well the limitations and challenges they might deliver. Using a combination of theory, primary research findings, and practice, the book offers viewpoints and expertise from multiple regions, appealing to a global audience.
This edited collection serves as an importance resource for researchers, scholars, and postgraduate students of marketing, brand management, and corporate communications, and those interested in the emerging relationship with technology.
Contents
1. Digital transformation: corporate branding, identity and reputation
Maria Teresa Cuomo and Pantea Foroudi
2. Corporate Brand Strategy, stakeholders and technologies 4.0
Rosa Maria Caprino and Sergio Bracale
3. Digital Transformation and Corporate Branding: opportunities and challenges for identity and reputation management
Cinzia Genovino
4. Corporate brand strategy, customer value, customer satisfaction, customer loyalty, and business performance
Federico de Andreis
5. Brand management in the age of social media through digital transformation
Orsola Salmista and Cinzia Genovino
6. Digital and marketing transformation in relation to brand value: The video game industry
Qingchen Tian, Nikolaos Stylos, Nazan Colmekcioglu and Dimos Andronoudis
7. The impact of social media marketing efforts and activities on brand equity: The case of online applications in Greece
Achilleas Barlas
8. E-tourism and gastronomic culture: how brands are making consumers' mouth water in digital experience
Angela A. Beccanulli, Silvia Biraghi and Rossella C. Gambetti
9. Mixed reality, mainstream for the lasting competitiveness of companies
Cinzia Genovino, Pietro Paolo Mauro and Debora Tortora
10. Examining the impact of employer branding on non-financial performance considering the roles of brand knowledge, attraction, motivation, and brand love
Payvand Mirzaeian Khamseh, Pantea Foroudi, and Manijeh Haghighinasab
11. Examining the Impact of Brand Authenticity on Purchase Intention: A Study of Consumers' Perception in the Context of Clothing Industry in Iran
Soheila Mehmannavazan, Pantea Foroudi, and Manijeh Haghighinasab
12. Marketing in the Industry 4.0: The role of Mobile technologies to enhance consumer brand experience, Brand Advocacy and Brand Purchase Intentions
Umme Kalsoom, Pantea Forrudi, T.C. Melewar and Alexis Chapman
13. Examining the impact of online customer engagement on non-financial performance considering the roles of brand attitude, customer co-creation, customer equity, and (e-)word-of-mouth
Marzieh Soltani, Pantea Foroudi, and Manijeh Haghighi Nasab
14. Experiencing the sense of artificial intelligence-enabled virtual assistants in retailing
Dongmei Zha
